sexta-feira, 8 de agosto de 2008

More subliminal (and targeted) advertising

It's not easy to make the infamous Willie Horton ad from the 1988 presidential campaign seem benign. But suggesting that Barack Obama is the Antichrist might just do it.

That's just what some outraged Christian supporters of the Democratic nominee are claiming John McCain's campaign did in an ad called "The One" that was recently released online. The Republican nominee's advisers brush off the charges, arguing that the spot was meant to be a "creative" and "humorous" way of poking fun at Obama's popularity by painting him as a self-appointed messiah. But even this innocuous interpretation of the ad — which includes images of Charlton Heston as Moses and culled clips that make Obama sound truly egomaniacal — taps into a conversation that has been gaining urgency on Christian radio and political blogs and in widely circulated e-mail messages that accuse Obama of being the Antichrist.

The ad was the creation of Fred Davis, one of McCain's top media gurus as well as a close friend of former Christian Coalition head Ralph Reed and the nephew of conservative Oklahoma Senator James Inhofe. It first caught the attention of Democrats familiar with the Left Behind series, a fictionalized account of the end-time that debuted in the 1990s and has sold nearly 70 million books worldwide. "The language in there is so similar to the language in the Left Behind books," says Tony Campolo, a leading progressive Evangelical speaker and author.

As the ad begins, the words "It should be known that in 2008 the world shall be blessed. They will call him The One" flash across the screen. The Antichrist of the Left Behind books is a charismatic young political leader named Nicolae Carpathia who founds the One World religion (slogan: "We Are God") and promises to heal the world after a time of deep division. One of several Obama clips in the ad features the Senator saying, "A nation healed, a world repaired. We are the ones that we've been waiting for."

The visual images in the ad, which Davis says has been viewed even more than McCain's "Celeb" ad linking Obama to the likes of Paris Hilton and Britney Spears, also seem to evoke the cover art of several Left Behind books. But they're not the cartoonish images of clouds parting and shining light upon Obama that might be expected in an ad spoofing him as a messiah. Instead, the screen displays a sinister orange light surrounded by darkness and later the faint image of a staircase leading up to heaven.

Perhaps the most puzzling scene in the ad is an altered segment from The 10 Commandments that appears near the end. A Moses-playing Charlton Heston parts the animated waters of the Red Sea, out of which rises the quasi-presidential seal the Obama campaign used for a brief time earlier this summer before being mocked into retiring it. The seal, which features an eagle with wings spread, is not recognizable like the campaign's red-white-and-blue "O" logo. That confused Democratic consultant Eric Sapp until he went to his Bible and remembered that in the apocalyptic Book of Daniel, the Antichrist is described as rising from the sea as a creature with wings like an eagle.

Sapp knows that the phrasing and images could just be dismissed as a peculiar coincidence. After all, it was Oprah Winfrey who told an Iowa crowd that Obama was "the one!" But, he insists, "the frequency of these images and references don't make any sense unless you're trying to send the message that Obama could be the Antichrist." Mara Vanderslice, another Democratic consultant, who handled religious outreach for the 2004 Kerry campaign, agrees. "If they wanted to be funny, if they really wanted to play up the idea that Obama thinks he's the Second Coming, there were better ways to do it," she says. "Why use these awkward lines like, 'And the world will receive his blessings'?"

Two months ago, Vanderslice founded a Democratic PAC called the Matthew 25 Network and soon noticed that the negative e-mails she received from conservative Christians fell into two general topical categories: abortion, and the assertion that Obama is the Antichrist. The cataloging of similarities Obama shares with the Antichrist began nearly two years ago. But it picked up steam in February 2008 after he racked up a string of impressive primary victories. A Google search for "Obama" and "Antichrist" turns up more than 700,000 hits, including at least one blog dedicated solely to the topic. A more obscure search for "Obama" and "Nicolae Carpathia" yields a surprising 200,000 references.

It's not hard to see how some Obama haters might be tempted to make the comparison. In the Left Behind books, Carpathia is a junior Senator who speaks several languages, is beloved by people around the world and fawned over by a press corps that cannot see his evil nature, and rises to absurd prominence after delivering just one major speech. Hmmh. But serious Antichrist theorists don't stop there. Everything from Obama's left-handedness to his positive rhetoric to his appearance on the cover of this magazine has been cited as evidence of his true identity. One chain e-mail claims that the Antichrist was prophesied to be "A man in his 40s of MUSLIM descent," which would indeed sound ominous if not for the fact that the Book of Revelation was written at least 400 years before the birth of Islam.

The speculation reached a fever pitch after Obama's European trip and the Berlin speech in which he called for global unity. Conservative Christian author Hal Lindsey declared in an essay on WorldNetDaily, "Obama is correct in saying that the world is ready for someone like him — a messiah-like figure, charismatic and glib ... The Bible calls that leader the Antichrist. And it seems apparent that the world is now ready to make his acquaintance." The conservative website RedState.com now sells mugs and T shirts that sport a large "O" with horns and the words "The Anti-Christ" underneath.

Even if a fraction of the Internet-using public engages in outrageous Antichrist speculation, feeding those extreme beliefs wouldn't seem to be an obvious political strategy. But McCain advisers are aware that one of the goals of Democratic outreach to Evangelicals has been to simply neutralize their opposition. "You just have to take the edge off," says Michigan Democratic Party chair Mark Brewer, explaining why he spent much of a 2006 meeting with conservative pastors around his state. "Now that they've met me, they can see I don't have two horns and a tail."

A new TIME poll finds that the most conservative Evangelicals are the least enthusiastic about McCain's candidacy. Convincing them that Obama does have two horns and a tail might be the best way of getting them to vote. That's what worries Campolo, who also sits on the Democratic Party's platform committee. "Those books have created a subliminal language, and I think judgments will be made unconsciously about Barack Obama," he says. "It scares the daylights out of me."

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Quotes

“When I take that oath of office, there will be kids all over this country who don’t really think that all paths are open to them, who will believe they can be anything they want to be. And I think the world will look at America a little differently.” - Barack Obama, 2006

"I didn't come here to debate the past. I came here to deal with the future ... We must learn from history. But we can't be trapped by it." - Barack Obama, Summit of the Americas 2009

“To those who would tear the world down: we will defeat you. This is our moment. This is our time.” - Barack Obama

"Sasha and Malia, I love you both more than you can imagine, and you have earned the new puppy that's coming with us to the White House." - Barack Obama

"'I think people will see that I'm not afraid to have folks around me who complement my strengths and who are independent. I'm not a believer in a government of yes-men. I think one of the failures of the early Bush Administration was being surrounded by people who were unwilling to deliver bad news, or who were prone to simply feed the president information that confirmed his own preconceptions." - Barack Obama

"I would not be running for President if I didn't believe with all my heart that this is what the vast majority of Americans want for this country. This union may never be perfect, but generation after generation has shown that it can always be perfected. And today, whenever I find myself feeling doubtful or cynical about this possibility, what gives me the most hope is the next generation - the young people whose attitudes and beliefs and openness to change have already made history in this election." - Barack Obama

"The moral arc of the universe is long, but it bends towards justice." - Rev. Martin Luther King, Jr.

"Electing a black president says around the world that you can overcome old wounds. I’ve said in our case, We have a birth defect, but it can be overcome." - Condoleezza Rice

"Things do change. There is a God. They do get better." - David Dinkins

“I think that Senator Obama brings a fresh set of eyes, fresh set of ideas to the table. I think that Senator McCain, as gifted as he is, is essentially going to execute the Republican agenda, the orthodoxy of the Republican agenda with a new face and a maverick approach to it, and he’d be quite good at it, but I think we need more than that.” - Colin Powell (endorsing Obama on 19/10/08)

"I will vote for the individual I think that brings the best set of tools to the problems of 21st-century America and the 21st-century world regardless of party, regardless of anything else other than the most qualified candidate." - Colin Powell

"The United States of America is an extraordinary country. It is a country that has overcome many, many, now years, decades, actually a couple of centuries, of trying to make good on its principles. And I think what we are seeing is an extraordinary expression of the fact that 'We the People' is beginning to mean all of us." - Condoleezza Rice

"[Obama] is running for president of all Americans, not just African-Americans. [We] must be careful not to segregate Senator Obama and impose some litmus test that is unfair and unproductive." - Rev. Al Sharpton

"Welcome to the murky world of modern racism, where most of the open animus has been replaced by a shadowy bias that is difficult to measure. As Obama gently put it in his race speech, today's racial 'resentments aren’t always expressed in polite company.' However, they can be — and possibly will be — expressed in the privacy of the voting booth." - Charles M. Blow

"Barack and I were raised with so many of the same values: that you work hard for what you want in life; that your word is your bond and you do what you say you're going to do; that you treat people with dignity and respect, even if you don't know them and even if you don't agree with them. And Barack and I set out to build lives guided by these values and pass them on to the next generation, because we want our children and all children in this nation to know that the only limit to the height of your achievements is the reach of your dreams and your willingness to work for them." - Michelle Obama

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"I would not be running for President if I didn't believe with all my heart that this is what the vast majority of Americans want for this country. This union may never be perfect, but generation after generation has shown that it can always be perfected. And today, whenever I find myself feeling doubtful or cynical about this possibility, what gives me the most hope is the next generation - the young people whose attitudes and beliefs and openness to change have already made history in this election."- Barack Obama

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